Campanie
General Information:
Strategic approach:
| Strategic approach: |
After a surge in sales during 2020, due to people spending more time indoors during COVID isolation, market growth rate for Smart TVs stagnated even as of early 2021. Trend is visible in Google Trends, with searches for Smart TV topic peaking in 2020, slowly decreasing in 2021 and reaching even lower values in 2022 (6% decrease in terms of search volumes Q1 2022 vs Q1 2021). In a decreasing high involvement market, where we cannot stimulate impulsive decision to buy, the only chance to not slide downwards with the unfavorable trend, was to capture as much as possible of the buying intent. To do so, we had to maintain site traffic at least at the same levels as in 2021, while increasing number of micro-conversions in the TVs site section (as proxy for offline purchasing intent) by 10% vs 2021 and increase eStore revenue in 2022 by 30% vs 2021 YoY. Maximizing intent capture is traditionally associated with best-in-class Google Search campaigns. However, search is much more than a marketing channel for brands. It is a behavior users manifest in multiple digital touchpoints, uncovering hidden consumer signals to inform media planning and optimization across all channels. Our approach was focused on capturing intent across entire consumer journey, by addressing different consumer behaviors & motivations based on different forms of search: search in search engines, video search, retailer search and social search. For TV category, search is most critical for early awareness and in supporting purchase decisions. Difficulty in understanding the difference between models and features leads to a longer search period. Longer active search period, due to portfolio complexity, can easily results in lost conversion opportunities. To address the complexity of category research, we used intent-based planning, to capture user intent across whole journey, defined by stages of user searches: 1. DISCOVERY: when users are using search to build a consideration set, with social search in focus 2. EVALUATION: where video search plays a critical role, as people look to see how others use the product and hear unbiased reviews 3. PURCHASE: with consumers turning to search engines to get access to the best deal and purchase the product in the most seamless way possible As consumer search motivations and mindsets are different across this journey, from inspiration & entertainment up to price comparison, our approach was focus on connecting search experiences across the consumer journey by: 1. Aligning objectives (browsing goal, buying goal) with consumers’ intent mindsets 2. Prioritizing platforms’ usage based on journey phase 3. Integrating paid media & organic content strategies to increase value 4. Personalizing for journey behaviors via targeting, content, and destination |
Execution:
| Images: | |
| Video Link: |
